Whilst discussing the news on Good Morning Britain, the TV presenter joked “can we call it John Lewis anymore or does it have to be Joan Lewis?”

Not everyone was displeased though, some were quick to applaud the high street giant for its forward-thinking move.

“So pleased to see the news this morning that John Lewis has scrapped gendered clothing and toys. This is such an important move and I hope other retailers follow! Welcome to the 21st century,” one shopper wrote on the retailer’s Facebook page.

Some even said that they hoped other retailers would soon follow suit, as John Lewis is the first major retailer to introduce gender neutral clothing.

Unisex fashion has risen in popularity over the last few years, with British fashion houses – such as JW Anderson and Craig Green – using female models to showcase men’s clothes and vice versa, subsequently destabilising gender constraints when it comes to the way we dress.

Jaden Smith made headlines last year when he starred in Louis Vuitton’s SS16 womenswear campaign.

It’s not just luxury brands that are leading the way. Earlier this year H&M introduced an entirely unisex denim line.

It’s only a matter of time until gender-neutral dressing goes mainstream (and the only person who seems bonkers is Piers Morgan).